1. Oriflame
http://global.oriflame.com/
By Pamela Pfiffner
InDesigner: Oriflame
Imagine that you have to create a 136-page
catalogue in 40 different languages for 60
worldwide markets, many of which use dif-
ferent currencies and have different prices.
Imagine producing a unique PDF for each
version. Imagine that each issue of the cata-
logue requires fresh creative content. Okay,
now imagine doing all of the above every
three weeks. That’s what the catalogue cre-
ation and production teams at the beauty
company Oriflame do.
Founded in Sweden in 1967, Oriflame is a
beauty company selling direct to customers,
similar to Avon or Mary Kay in the United
States. Customers buy cosmetics, skin care,
personal and hair care, accessories, fragrance
and wellness products through a network of
around 3.5 million Oriflame Consultants in
such far-flung places as Mongolia, Kenya,
Turkmenistan, Indonesia, Peru, and Vietnam,
as well as Europe (but not the United States).
There are no stores or retail outlets. Instead,
customers learn about Oriflame products
mainly through the catalogue in print and
online. At Oriflame, the catalogue serves as
both the store and the front window, as well
as the campaign material for the Oriflame
Consultants. Therefore, the catalogue’s layout
must be clear and compelling. The imagery
must be beautiful and alluring. The text must
be informative, accurate, and easily translated.
And with a new catalogue released every third
week, it must avoid stagnating. Each cata-
logue must feel fresh and new to customers.
“What’s unique about Oriflame is that we
have to balance the complexity of support-
ing multiple languages and accurate product
data within a high-production environment
while allowing our design team complete
creative freedom ,”says Alfred Mosskin, the
Process Expert for Catalogue Development
at Oriflame. Throw in out-of-the-ordinary
INDESIGN MAGAZINE 50 October | November 2012 60previous next full screencontents

2. InDesigner: Oriflame
stuff like‘scratch-and-sniff’elements, eye-
catching varnishes, striking cover effects
and gate-fold features, and our catalogues
can be quite challenging to produce.”
But the design and production depart-
ments at Oriflame have developed systems
that help them produce these catalogues
quickly and efficiently, thanks to having
InDesign as the layout platform for the
creative team and InDesign Server behind
the scenes to support production in cases
where content can be structured and
Each document contains a base graphics layer and a master text layer, identified by blue and red outlines respectively.
Designers use
InDesign layers to
facilitate the creation
of catalogues in
multiple languages,
as this palette shows.
INDESIGN MAGAZINE 50 October | November 2012 61previous next full screencontents

3. InDesigner: Oriflame
automated.“Some years ago we switched
from QuarkXPress to InDesign,”Mosskin
says.“That was a major project, but the
change has proved really valuable both
from the production perspective and from
the creative perspective. Now designers
have a more extensive palette of effects to
use natively in the layout, such as shadows,
glows, blend modes, and so on.”
The process starts with page tem-
plates that establish the number of prod-
ucts and their placement on the page.
For example, a designer might get the
directive to create a spread that has the
capacity for 15 products as well as imag-
ery to underscore the products’benefits.
The layout is adjusted to fit the number
of products needed on the same page.
PRO
DEFENCE
ቢ
106107
ባ
North For Men Normal Skin
Shaving Foam
ájOÉ©dG IöûÑ∏d ábÓM Ωƒa
πe 200
79 L.E 17358
North For Men Total Age
Control Cream
IöûÑd ôª©dG Ωó≤J ‘ ºµëà∏d Ëôc
πLôdG
πe 50
119 L.E 16687
North For Men Protective
Lip Balm SPF 6
6 ájɪM πeÉY √ÉØ°û∏d ájɪM º°ù∏H
ºL 4^5
49 L.E 20160
North For Men Shine
Control Cream
IöûÑdG ¿É©Ÿ ‘ ºµëà∏d Ëôc
πe 50
114 L.E 16685
74L.E
North For Men After Shaving
Moisture Balm
IöûÑ∏d ÖWôe ábÓ◊G ó©H º°ù∏H
πe 50
34 L.E 14654
22L.E
North For Men Sensitive Skin
Shaving Foam
á°SÉ°ù◊G IöûÑ∏d ábÓM Ωƒa
πe 200
79 L.E 14652
49L.E
∫ɪ°ûdG á«∏YÉah Iƒb GƒØ°ûàcG
Qƒ¡X øe π∏≤j
•ƒ£ÿGh ó«YÉéàdG
á©«aôdG
ቢ North For Men Protecting
Hand Cream
…ójÓd ájɪM Ëôc
IöûÑdG A…ó¡jh º©æj …ójÓd ájɪM Ëôc
πe 75 ∫É◊G ‘
39 L.E 20945
24L.E
ባ North For Men Active
Face Wash
IöûÑ∏d ∫ƒ°ùZ
áÑ«cÎH »æZ ¬Lƒ∏d ¢û©æe ∫ƒ°ùZ
πe 150 Arctic Pro Defence
69 L.E 14651
44L.E
πLQ πµd á«dÉãe ájɪM
á°û©æeh IQƒ£àe ájÉæY
IöûÑ∏d
…ójÓd Ëôc
É°ü«°üN ºª°U
IöûH ºFÓ«d
πLôdG
É«– ¿G ™«£à°ùJ âfÉc GPG
ájƒ≤dG ±hô¶dG √òg πX ‘
¿G øµÁ GPɪ∏a á«°SÉ≤dG
?∂JöûÑH π©Øf
Designs must be flexible
enough to work with
right-to-left reading
languages such as
Arabic. Because these
catalogues are read
back-to-front, pages
and page elements are
flipped to closely follow
the design of left-reading
languages.
Photos by Oriflame
INDESIGN MAGAZINE 50 October | November 2012 62previous next full screencontents

4. InDesigner: Oriflame
A page featuring only one or two prod-
ucts gives the designer leeway to fill the
page with beautiful images of models
and product packaging, for instance. Still,
each design must be flexible enough to
adapt and accommodate the translations
of 40 languages, including text that reads
right-to-left.
“We have an open file system where all
docs follow a strict naming convention,”
says Mosskin.“This allows both users and
the InDesign Server to locate the right
document, create the new language layers,
replace the master texts with all the correct
translations, export the correct layer combi-
nations per market, and so on.”
InDesign layers are integral to the
design and production of Oriflame’s cata-
logues. Each document has an underlying
graphic layer as the base layout in each
version, although tweaks are made when
necessary to customize content for a prod-
uct that’s featured in a single market. On
top of that rests a master text layer, con-
taining all items destined for translation.
It is from this two-layered base file that
all iterations of that page are made. After
the text is translated, each document also
contains a layer for every language, so a
single document may contain 20 layers
that correspond to Latvian, Russian, Greek,
and Georgian, for example.“The people in
charge of text layouts and translations are
constantly switching between languages.
Hundreds of times per day.”Mosskin says.
Scripts that provide keystroke mapping
are invaluable for translators.
Yet within this structured environment,
creative freedom is paramount. Given the
frequency of production, Oriflame wants to
present its clientele with fresh looks in each
catalogue. An in-house retouching depart-
ment uses Photoshop to ensure the photo-
graphs are flawless, create beautiful merged
imagery, and apply effects.“We use a lot of
them, to add extra sparkle in the model’s
eyes or shine on the glass bottles or put
more intense light on the graphics,”Mosskin
says.“I think the most common request from
the art directors to the image retouchers is
‘Great! Just add a couple of more‘blings.’”
The art directors can access the
Photoshop layers created by
the image retouching team by
using them as object layers in
InDesign.
INDESIGN MAGAZINE 50 October | November 2012 63previous next full screencontents

5. InDesigner: Oriflame
The creative designers use InDesign
for effects that are possible to add in the
layout.“We try to use the effects within
InDesign as much as possible,”Mosskin says.
“On simpler images we’ll add drop shadows
and transparency within InDesign.”More
complex effects are applied in Photoshop
on separate layers and saved as .psd files
that can be controlled as object layers in
InDesign. As a result, the creative work
relies on good communication and coop-
eration between the retouchers using
Photoshop and the art directors and layout
artists working in InDesign.
With such complex systems it’s some-
what surprising that for many markets,
Oriflame uses InDesign CS3 for the cata-
logues’design and production. But it’s
because of that complexity that Oriflame
has not yet migrated to a more recent
version of InDesign.“We are planning to
upgrade in the near future but the desk-
top upgrade is linked to upgrades of other
systems that manage the InDesign servers
and also to the systems handling all texts
and language translations. These all need to
be upgraded at the same time and in a con-
trolled way so as to not disturb the produc-
tion,”Mosskin says.
However, Mosskin admits that he’s
indeed looking forward to features of
InDesign CS6.“The native support in CS6
for Arabic and right-to-left orientation with
the World Ready Composer is very interest-
ing,”he says. He’s also enthusiastic to catch
up with features found in CS4 to 5.5, such
as multiple page sizes and orientations in
a document and auto-sizing of text frames
as well as“Smart Guides, live preflight,
the improved link panel, GREP styles, Mini
Bridge, and so on.”
Oriflame catalogues also appear online,
as Flash catalogues, on tablet devices and
on smartphones. A separate online depart-
ment converts the catalogue to a web ver-
sion and adds dynamic elements, making
sure all products on each spread are dis-
played next to the page and clickable as the
customer flips through the catalogue.
Mosskin says that today the iPad app is
based on PDFs but the next step is to export
to tablet directly from InDesign, which will
allow new features and ways of interaction.
But producing content for tablet devices
presents another level of complexity to a
multifaceted system. It also demands new
ways of working for the creative teams,
when they need to create designs that work
not only for print but for the tablet devices
as well.
Given its ability to juggle so many
demands simultaneously and efficiently,
it seems that the team at Oriflame is up to
the challenge.
n
Pamela Pfiffner is a freelance writer, editor, and producer of
print and digital content in Portland, OR. She was founding
editor of InDesign Magazine.
INDESIGN MAGAZINE 50 October | November 2012 64previous next full screencontents

6. InDesigner: Oriflame
Layouts such as these show how Oriflame uses both data-driven and freeform creative
content in it catalogue pages. The first layout above is a more structured page. “We
call them‘crowded pages,’”Mosskin says.“They are quite challenging to create as
there are so many elements to fit on the page.”The second layout shows how creative
content works within the context of an architected page. The remaining layouts at
right are examples of the creative freedom granted to designers.
21615
Dramatic
21614
Natural
21614
Natural
21614 Natural
21615 Dramatic







30
98 make-up make-up 99
Modeliswearing:OriflameBeautyEyelashes21615Dramatic
Touch up and go with
compact mirror!
Perfect for make-up
must-haves
Oriflame Beauty Mirror
local
name
6.2 x 6.2 cm.
14690 € 000.00
€ 000.00
Make Up Pouch
local
name
Material PVC. 17 x 5.5 x 7 cm.
13164 € 000.00
€ 000.00
For professional powder
application
 Professional Eyebrow Brush
local
name
Size: 17 cm.
24145 € 000.00
€ 000.00
 Professional Foundation
Brush
local
name
Size: 18 cm.
24148 € 000.00
€ 000.00
 Professional Double-ended
Eyeshadow Brush
local
name
Size: 18 cm.
24147 € 000.00
€ 000.00
 Professional Blending Brush
local
name
Size: 18 cm.
24146 € 000.00
€ 000.00
 Professional Fan Powder
Brush
local
name
Size: 17 cm.
24149 € 000.00
€ 000.00
 Professional Powder Brush
local
name
Size: 18 cm.
24150 € 000.00
€ 000.00
 Make-Up Brush Wrap Case
local
name
Size: 9.5 x 20.5 x 2.5 cm (folded).
24143 € 000.00
€ 000.00
The secret
to easy
application
1. Hint:clean eyelids
are the key.Hold the
false lashes along
your lash line for
custom fit.
2.Trim false lashes
accordingly,adding
adhesive to the false
lashes – never to
your own lashes.
3. Starting at the inner
corner,and moving
outward,apply false
lash along your lash
line.
4. Press and hold,fixing
the false lash into
place.
For a natural
day make-up
For a
dramatic look
Oriflame Beauty Eyelashes
local
name
1 pair.
€ 000.00
€ 000.00
Lash
spectacular
– let the
show begin!
30
SAVE
30
Oriflame Beauty Eyelashes
30%
Adhesive glue included
Delivers a smooth, even
and flawless look
Sweeps lightly to create a
soft focus
All-in-one shadow brush
Softly defines and blends
Double sided brush
High quality
brushes
– for all your
makeup needs
Put together your own
PROFESSIONAL
BRUSH KIT
Compact, stylish protection
for all your brushes
Products not included



32 personal & hair care personal & hair care 33
€ 000.00
Welcome to Oriflame’s World of
PERSONAL & HAIR CARE
32–51
Fragrant cherry blossom
Pure marine!
Exotic paradise
Liquid Hand Soaps
300 ml
ESCAPE
TO
PARADISE!
 18994 Discover China Cherry Orchard
Liquid Hand Soap
 13386 Discover Scandinavia Fresh Seascape
Liquid Hand Soap
 13403 Discover Borneo Tropical Rainforest
Liquid Hand Soap
€ 000.00
Each at
2 fragrances
Wish upon a sparkling
snowflake
Deep in the forest lies a secret
place where snowflakes fill the
air and magic comes to life…
NEWLIMITED EDITION
fragrances 3
SPEND €000.00
in this catalogue and enjoy the
enchanting wonder of Elvie
White Magic, worth €000.00,
FOR ONLY
€000.00 Elvie White Magic Eau de Toilette
local
name
Surround yourself in the beauty of Elvie
White Magic Eau de Toilette. Like snowflakes
sparkling in the sun, this luminous fragrance
captures crisp winter sunlight with neroli
petals before pirouetting into a delicate
jasmine heart. A smooth musk drydrown
enchants as it enfolds you in its tender
embrace. 50 ml
23623 € 000.00
1ST
SIZZLING
DEALYOU DON’T WANT TO MISS!
OPEN TO ALLCUSTOMERS
-6565%
TRY ME!
Rub the bottle and
try the fragrance!
74 skin care skin care 7574 skin care skin care 75
Inspired by aesthetic medicine
Take a closer look at Bioclinic
This is a QR code. Download a QR code
reader application to your smart phone and
scan the code. Or visit www.oriflame.com/
bioclinic *Clinically tested. Dermatologically tested. Consumer
tested on 173 women with broken capillaries and redness.
CLINICALLY-MEASURED
TECHNOLOGY
Reduces redness and provides immediate
relief for your skin*
AFTERBEFORE
STRONGER CAPILLARIES
MEANS LESS REDNESS
When exposed to harsh weather during
the day, blood vessels commonly around
the cheek area can break, resulting in
redness.To combat this during the night,
Vaso-Active+Technology™ features
Aescin that strengthens and repairs
these broken capillaries.
For all
ages
Redness &
dilated
capillaries
Skin
problem
Bioclinic Soft Tint Red Reductor
Day
local
name
Performance day cream with
neutralising yellow tint that instantly
reduces facial skin redness. With
Aescin and SPF 15. 30 ml
22454 € 000.00
Bioclinic Lifting Power
Concentrate Day
local
name
Concentrated lifting day cream with
Pure Retinol. Contains SPF 15 to
protect the skin’s defence
mechanisms. Works to deliver instant
and lasting lifting action to sagging
skin. 30 ml
21353 € 000.00
Bioclinic Lifting Super Rich
Repair Night
local
name
Nourishing lifting night cream
containing Pure Retinol that works on
a cellular level to deliver deep lifting
action to sagging skin. 30 ml
21356 € 000.00
SERIOUS SOLUTIONS to
SERIOUS SKIN PROBLEMS
Bioclinic Red Away Dynamic Skin Recover
Night
local
name
Concentrated night cream that helps repair broken
capillaries and reduce skin redness. 30 ml
22449 € 000.00
€ 000.00
NIGHT RECOVERY
FROM SKIN REDNESS
SAVE
€ 000.00
22855
Natural
Bronze
13966
Black
10782
Black
10783
Brown
10784
Prune
15040
Charming
Berry
15041
Gold
Fusion
15042
Brown
Delight
15043
Clover
Haze
15044
Vibrant
Rose
15045
Seductive
Nude
15046
Sweet
Pink
15047
Pink
Passion
15048
Berry
Kiss
15049
Fabulous
Red
21686
Gold
Dust
21687
Beige
Satin
21688
Tender
Nude
21689
Lucent
Beige
21690
Antique
Rose
21691
Copper
Desire
21694
Ballerina
Pink
21692
Rich
Bordeaux
21695
Lustrous
Pink
21698
Tempting
Coral
21696
Delicate
Rose
21697
Opulent
Rose
21700
Ruby
Red
21702
Mauve
Quartz
21703
Glorious
Lavender
21621
Porcelain
21622
Light
Ivory
21623
Natural
Beige
20578
Light/
Medium
20579
Medium/
Dark
12809
Porcelain
12810
Natural
Ivory
12811
Natural
Beige
12812
Sand
12813
Honey
Amber
22740
Natural
22741
Medium
22851
Translucent
12807
Light/
Medium
12808
Medium/
Dark
12906
Clear
12907
Light
21649
Fresh
Pink
21651
Glowing
Peach
15027
Black
22754
Tender
Pink
22755
Nude
Brown
22756
Soft
Burgundy
21632
Natural
Radiance
21633
Natural
Bronze
18460
Amazing
Peach
18461
Spectacular
Nude
18462
Sensational
Bronze
18463
Ravishing
Rose
18464
Stunning
Clover
18465
Explosive
Pink
18466
Blazing
Red
18467
Dazzling
Cherry
20205
Dramatic
Ruby
20206
Striking
Plum
18940
Frosted
Rose
18941
Pink
Lustre
18940
Frosted
Rose
15043
Clover
Haze
15047
Pink
Passion
15049
Fabulous
Red
22734
Cashmere
Brown
22735
Velvety
Green
22736
Silky
Grey
22737
Rich
Mauve
15090
Pearly
White
15091
Purple
Glow
15092
Aqua
Blue
15093
Emerald
Green
15094
Copper
Brown
30104 make-up make-up 105
Oriflame Beauty Terracotta
Powder
local
name
9.5 g.
22855 € 000.00
Giordani Gold Sculpting
Brow Gel
local
name
4 ml
19297 € 000.00
Oriflame Beauty
Wonder Lash Mascara
local
name
8 ml
€ 000.00
Oriflame Beauty
Colourfull Lipstick
local
name
4 g.
€ 000.00
Oriflame Beauty Urban
Shield Gloss
local
name
10 ml
€ 000.00
€ 000.00
Giordani Gold Supreme
Pressed Powder
local
name
7 g.
€ 000.00
Giordani Gold Ruby
Lipstick
local
name
4 g.
€ 000.00
Giordani Gold Age Defying
Foundation
local
name
30 ml
€ 000.00
Giordani Gold Mineral
Therapy Concealer
local
name
2.75 ml
€ 000.00
Oriflame Beauty Matte Control
Foundation
local
name
30 ml
€ 000.00
Oriflame Beauty Matte Control
Pressed Powder
local
name
8 g.
€ 000.00
Oriflame Beauty Air Soft
Powder
local
name
12 g.
€ 000.00
Oriflame Beauty Perfect Blush
local
name
5 g.
€ 000.00
Oriflame Beauty
Wonder Lash
Waterproof Mascara
local
name
8 ml
15027 € 000.00
Oriflame Beauty
Waterproof Eye Make-
up Remover
local
name
100 ml
22861 € 000.00
Giordani Gold Bronzing Pearls
local
name
25 g.
€ 000.00
Oriflame Beauty Triple Core
Lipstick
local
name
4 g.
€ 000.00
€ 000.00
Giordani Gold Make-up
Base
local
name
30 ml
22760 € 000.00
Ultra shine,
non-sticky
texture
FACE
303030303030
SAVE
3030make-up 105
303030%
Giordani Gold Pearl Lip
Gloss
local
name
7 ml
€ 000.00
Colour, shine
and care in
one tube!
LIPS
Oriflame Beauty Power
Curl Mascara
local
name
8 ml
13966 € 000.00
EYES
Giordani Gold Baked Eye
Shadow
local
name
1.5 g.
€ 000.00
Oriflame Beauty Shimmer Eye
Dust
local
name
2.5 g.
€ 000.00
Oriflame Beauty All-over
Make-up Remover
local
name
100 ml
22860 € 000.00
Oriflame Beauty
Perfecting Face Primer
local
name
30 ml
22862 € 000.00
Photos by Oriflame
INDESIGN MAGAZINE 50 October | November 2012 65previous next full screencontents

7. InDesigner: Oriflame
Oriflame catalogues are translated into 40 languages, including : Bulgarian, Czech, Dutch, Finnish, Greek, Hungarian, Polish, and
Spanish. Click or tap on a language below to view that version of this catalogue page.
Photos by Oriflame
INDESIGN MAGAZINE 50 October | November 2012 66previous next full screencontents

8. InDesigner: Oriflame



 Chiffon Eau de Toilette
50ml.
Reg price/100ml: £34.90
18197 £17.45
£10.45
 Miss O Fashion Princess
Eau de Toilette
50ml.
Reg price/100ml: £36.90
16985 £18.45
£11.95
 Eclat Weekend
Eau de Toilette
50ml.
Reg price/100ml: £41.90
21676 £20.95
£11.45FRAGRANCE FOR SPRING
TRY ME!
Rub the bottle and
try the fragrance!
DISCOVER A NEW
THEAROMAS OF SPRINGARETOTALLY INSPIRING,as flowers
begin to open and the sun gently warms the earth. Play your part in
nature’s extraordinary spectacle by enhancing the mix with a new
favourite fragrance.
SAVE
up to 45%
Redcurrant,Watery
Flowers,White Peach
Ylang ylang,
Cedarwood,
Orange blossom
Bergamot,
Raspberry,
Cyclamen
32 fragrances fragrances 33
An additional complication to a catalogue is the
inclusion of“scratch-and-sniff”elements that let
customers experience the scent of a perfume in a print
environment. Two types are shown here: the first has
a patch of scent applied to the inside of a plastic label
that the customer lifts to smell; the second utilizes
a special print varnish that has encapsulated the
scent. This is then included in the design, much like
an invisible spot color. When read it lets the customer
scratch on the product on the page with a finger to
release the scent. The design team works with the
production team to ensure the scented elements are
placed correctly.
Type of Fragrance:
FloralWoody Musk
PEEL BACK &
EXPERIENCE
L I V E YO U R L I F E B E A U T I F U L LY
Paradise Eau de Parfum
local
name
Embrace a life extraordinary with the eclectic
allure of Paradise Eau de Parfum. The delicate
beauty of peony mingles with jasmine petals and
spicy rosé pepper before evolving into a trail of
sensual cedar and musks as soft and airy as silk.
50 ml
23853 € 000.00
€ 000.00
NEW
Introductory TRY ME! Price
2 fragrances fragrances 3
Photos by Oriflame
INDESIGN MAGAZINE 50 October | November 2012 67previous next full screencontents